THE 3/4 PIZZA BOX

RED CRESCENT

PROBLEM

The holy month of Ramadan is usually marked by fasting during the day followed by the traditional Suhoor and Iftar meals. During this time around 25% of all food is wasted, a problem that goes against the spirit of Ramadan.

INSIGHT

Most anti-food waste campaigns try to convince people to buy and eat less food.
But what if we could make the problem the solution?

IDEA

We created a bespoke 3/4 Pizza Box, which removes a quarter of the pizza and its box to effectively eliminate the 25% that would otherwise land in the bin. But we didn't stop there. We also donated 25% of the price to Red Crescent to help those in need, making it the best way to celebrate Ramadan in 2021. Others thought so too, winning awards at Ad Stars, Cresta, Effies, Loeries and more.

CASE STUDY VIDEO

AT A GLANCE